Apr 2012

Pantene Announces New Products To Coincide with London 2012 Olympic Games

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The leading haircare brand has launched a range of newly formulated products to coincide with Procter & Gamble’s role as an official sponsor of the London 2012 Olympic Games.

Screen Shot 2012-07-05 at 5.22.55 PM_0Media Release: Haircare giant Pantene announces new breakthrough products to coincide with the London 2012 Olympic Games. These new products follow findings that over half of women who used to use Pantene no longer do and therefore the new collections are a breakthrough for the brand, utilising advanced technology.
Leading hair care brand Pantene has today announced the launch of a new range of products to coincide with Procter & Gamble’s (P&G) role as an official sponsor of the London 2012 Olympic Games.
The release of the Pantene products from P&G also follows findings that over half of women who used to use Pantene no longer do*, due to a negative product experience.
Pantene Senior Scientist, Lais Koelle, says that the new collections are a breakthrough for the brand and utilise advanced technology.
“Whether women have had a negative experience due to the previous heavy conditioning agents or have been warned off by their hairdressers, we are now confident that we have found the sweet spot between high conditioning formulas that tackle the toughest hair issues but still feel lightweight on all hair types,” she says.
Each of the new Pantene variants are designed to restore hair health and protect all hair types from the daily torture we expose our hair to without that heavy weighed down feeling. The three re-formulated collections include:
1. Pantene Daily Moisture Renewal Collection – The new shampoo is now better designed to continue to repair the look of damage, to provide hair protection against future damage, and to help prevent split ends from forming with a different concentration of silicone and with a new polymer technology called poly-dadmac+.
2. Pantene Nature Fusion Collection – To harness the power of the unique molecular structure of the Cassia complex, a scientific process was used to change the properties of the molecule to make it effective as an active shampoo ingredient. The surface charges of the molecule had to be changed to enable it to adhere to hair and to perform its magic right where the hair needs it
3. Pantene Colour Therapy Collection In this Shampoo, Polydadmac is also the new polymer used as it very effective in repairing colour treated hair. The new Conditioner contains a new surface active agent, Behentrimonium Salt (BTMS)# .
To complete the transformation, the new Pantene collections have also been re-packaged moving to new on-pack designs, gold lids and a pearlescent white bottle.
The new products join the recently launched Pantene Aqua Light Collection, which was designed specifically for fine hair using the new gold standard formula. This product has alone managed to convert over 60 per cent of women who previously disliked Pantene or had fine hair to come back to the brand^.
The new Pantene formula (RRP $8.58, 350ml) will be launching in national supermarkets and pharmacies from May 2012.

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Fleur Revell
Fleur Revell is one of the country’s most eminent PR consultants and public relations practitioners with more than 20 years industry experience behind her. Fleur is also a three times Qantas Media Awards winner and Feature Writer of the Year; and has an exceptional working knowledge of the New Zealand media landscape and its accelerating evolution in the digital age.
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